Live sports rewrote the CTV promotional playbook in July. Looper Insights’ July 2026 Streamer of the Month report – which ranks the top 10 streaming apps and titles promoted across 13 major connected TV platforms in the US using $MPV™ (Dollar Media Placement Value, Looper’s metric for the value of CTV promotional placement) – shows FIFA World Cup coverage dominating the title charts in a way that also reshaped where apps landed in the rankings.
The World Cup’s reach across platforms made it a discovery battle as much as a rights one – and the data shows just how that played out across home screens, hero placements and device-level promotion. A handful of entertainment titles still managed to break through, with some notable performances worth a closer look.
This month’s data features across three outlets, each picking up a different angle – from the full rankings breakdown to a wider read on what live sports means for CTV promotion strategy.
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